Blockchain Papers

S. Ashley, Lyu David, Chenhao Wang, Cho Erin

No abstract is available for this record.

Amir A. Abdulmuhsin, Abdulkareem H. Dbesan, Shafique Ur Rehman, Alhamzah Alnoor · 5 authors

This study explores the factors influencing healthcare professionals' willingness to adopt knowledge-generation-driven Blockchain technology (KGDBT) in government healthcare facilities, using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. It introduces transparency as an independent variable and examines the mediating role of knowledge generation in the relationship between transparency and healthcare professionals' intention to adopt KGDBT. Data were collected from 322 healthcare professionals in government hospitals and analyzed using SPSS version 26 and SmartPLS version 3.9 for Partial Least Squares Structural Equation Modeling (PLS-SEM). The results strongly support the theoretical framework, demonstrating that performance expectancy, effort expectancy, social influence, facilitating conditions, and transparency significantly influence healthcare professionals' adoption of Blockchain technology. Additionally, the study identifies knowledge generation as a critical mediating factor between transparency and behavioral intention to adopt KGDBT. This research addresses the challenges of implementing Blockchain technology in healthcare by proposing a knowledge management-oriented approach to enhance its effectiveness. It highlights the critical role of transparency in promoting technology adoption and fills a gap in the literature on Blockchain and knowledge management, particularly within the Iraqi healthcare context. This study offers new insights, contributing to a comprehensive understanding of the role of knowledge generation in Blockchain adoption.

B. R. Chandrakala, H. Rajendra Babu

No abstract is available for this record.

Bhim Prasad Bhattarai

Background: Cryptocurrency is a digital decentralized currency that enables peer-to-peer transactions without the involvement of intermediaries, using blockchain technology to ensure security and transparency. These emotions can help understand when and what behavioral intentions toward cryptocurrency adoption are necessary. These insights contribute to the growing literature on fintech adoption in emerging economies and provide valuable guidance for policymakers and investors formulating cryptocurrency regulations in Nepal. Objectives: It aims to investigate the influence of perceived usefulness, perceived ease of use, trust, and perceived risk constructs attached to an individual's intention to be involved in cryptocurrency transactions. It finally aims to study the relationships among these variables and their effect on cryptocurrency adoption in the Nepal context. Methods: The study uses a quantitative descriptive design and snowball sampling alone to extract information from cryptocurrency users in Nepal. A structured online questionnaire was used to gather 272 responses and analyzed using correlation and regression to investigate the significance of the proposed hypotheses. Results: Findings show that perceived usefulness, ease, or trust significantly and positively influence behavioral intention toward cryptocurrency adoption, while perceived risk harms adoption because users worry about market volatility, regulatory uncertainty, and security threats. Despite the government's legal restrictions, many Nepalese citizens are still involved in cryptocurrency transactions, seeing it as a source of financial benefit and investment opportunity. Conclusion: The study attests that perceived usefulness, perceived ease of use, and trust motivate behavior toward adopting cryptocurrency, while perceived risk provides a barrier. This enlightens policymakers on balanced regulatory measures that address risks while encouraging innovation in digital finance. These findings would provide valuable implications for policymakers, financial institutions, and technology developers in outlining the future of cryptocurrency regulation and adoption strategies. JEL Classification: D14, E42, G41

Wieland Müller

Abstract This study explores the factors that influence employees’ intention to use distributed ledger-based smart contracts in supply chains, addressing a gap in current research by applying the Unified Theory of Acceptance and Use of Technology (UTAUT) to this emerging technology within logistics contexts. Based on a quantitative survey of employees in German supply chain companies, the study measured constructs such as performance expectancy, effort expectancy, and social influence. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the findings reveal that performance expectancy is a key driver of behavioural intention. In contrast, effort expectancy and social influence have no significant impact. Additionally, demographic variables such as gender, age, experience, and voluntariness do not moderate these relationships. These results highlight the central role of perceived performance benefits in shaping adoption intentions. As the first study to apply an adoption framework to smart contract use specifically in supply chains, it offers valuable insights into the socio-technical dynamics of technology acceptance at the employee level. The findings suggest that supply chain managers should focus on communicating and demonstrating performance gains, supporting adoption through pilot implementations, and providing targeted training initiatives to encourage the integration of smart contracts in operational processes.

Deborah Bentivoglio, Giulia Chiaraluce, Giacomo Staffolani, Mario Amato · 6 authors

Purpose This empirical study aims to expand the literature on the application of blockchain by analysing the factors that influence Italian winemakers. Design/methodology/approach An online questionnaire was used to collect data from 114 Italian wine producers. The factors influencing the adoption of blockchain technology were based on an extended Unified Theory of Acceptance and Use of Technology (UTAUT). Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data using the SmartPLS computer program. Findings The PLS-SEM results show that two dimensions of the extended UTAUT, including performance expectancy and trust, positively influence blockchain technology adoption. At the same time, effort expectancy, social influence and facilitating conditions are found to have no significant influence on the intention to adopt blockchain technology. The intention to adopt blockchain is therefore linked to the expectation of improving the winery’s production efficiency, on the one hand, and the greater transparency that this brings, and the benefit that this can bring to consumers, on the other. Originality/value The empirical results of this study fill a gap in the existing literature regarding the factors influencing the adoption of blockchain by Italian winemakers. This study found that, out of five factors, only two have an impact on behaviour, thus providing insight into this issue that has not been clearly examined in previous studies.

Vladislav V. Fomin, Ugnius Kerulis, Rihards Grāmatiņš, Tan Gürpinar

Background: Despite the financial technology (Fintech) industry being marked as a strategic development direction in many countries, cryptocurrency products show low adoption rates. Purpose: This study investigated factors affecting consumer trust in cryptocurrency products, particularly exchanges and crypto wallets. Methods: A three-stage multi-method approach was adopted: two non-probability convenience surveys and a systematic literature review. The initial survey (N=45) was followed by literature review (N=16) and a follow-up survey (N=95). Qualitative and quantitative analysis techniques were used. Findings: Trust must be understood as a versatile concept, with consumers perceiving different factors differently when choosing cryptocurrency products. Two key findings emerged: convenience, rather than trust, is the biggest factor attributed to cryptocurrency product popularity and adoption. Second, an inverse relationship exists between trustworthiness and popularity of information sources about cryptocurrency products, with less popular sources being more trusted. Consumers rely on convenience-based attributes like the ease of use and accessibility, which indirectly influence trust perception. Conclusions: Trust degree is not bound to specific products or services but depends on consumer intentions and knowledge, among other factors. Research implications: The authors suggest policy and innovation development directions to increase consumer trust in cryptocurrency products.

Rocsana Bucea-Manea-Țoniş, Andrei Gabriel Antonescu, Constanța Mihăilă

Blockchain technology is reshaping the sports industry by enhancing transparency, data security, and fan engagement through applications such as smart contracts, tokenized sponsorships, and decentralized ticketing. This study investigates blockchain adoption in Romanian team sports, specifically football and basketball, through a comparative analysis based on a survey of 293 sports professionals (213 from football and 80 from basketball). Using structural equation modeling (SEM) with SmartPLS and cluster analysis in SPSS, the study explores the perceived benefits of blockchain and its relationship with athlete performance. The findings reveal distinct adoption patterns: football shows higher use of blockchain in ticketing and fan engagement, while basketball leads in performance analytics and financial support mechanisms. Statistically significant differences were confirmed through MANOVA, and clustering revealed varied stakeholder perceptions across professional roles. Benchmarking against sectors like finance and healthcare highlights transferable best practices for blockchain integration in sports.

Vitor Ayres Principe, Tiago Ribeiro, Samuel López‐Carril

The integration of blockchain technology in sports event management represents a significant shift towards more decentralized and efficient governance structures, particularly relevant to small and medium-sized events. Despite growing interest, its practical implementation remains limited and lacks comprehensive theoretical guidance. This study addresses this gap by proposing an integrated theoretical framework, combining the Dynamic Capabilities Framework (DCF), Collaborative Governance Theory (CGT), and the Four Modes of Governance (FMG), to systematically explore blockchain's application within sports event management. Our analysis reveals that blockchain technology can effectively foster transparency, efficiency, and enhanced stakeholder participation through Decentralized Autonomous Organizations (DAOs). These advantages are realized through key mechanisms of access, control, and incentives, which interact across external environments, governance structures, and blockchain core infrastructure. Furthermore, the study identifies critical managerial implications necessary for successful blockchain implementation, emphasizing strategic infrastructure assessments, stakeholder engagement, and risk management protocols. Ultimately, this research contributes both theoretical insights and practical guidelines, addressing existing knowledge gaps and providing a structured framework for leveraging blockchain in managing small to mediumsized sports events.

Miguel Guinalíu, Francisco Liébana‐Cabanillas, Pau Jordán

In recent years, technological advancements have significantly transformed the financial and business sectors. These innovations have introduced new payment methods, reshaping consumer perceptions of money and influencing their payment behaviors. Among these innovations, cryptocurrencies—particularly Bitcoin—have emerged as novel alternatives with strong growth potential in retail and consumer services. This study investigates the factors influencing Bitcoin adoption by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The extension includes users’ predisposition to adopt new technologies, their risk acceptance, and the moderating role of familiarity. Data were gathered through an online survey from a validated sample of 515 active Bitcoin users, and the findings were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that performance expectancy, social influence, hedonic motivation, and risk predisposition significantly impact the intention to use Bitcoin, with familiarity as a partial moderator. The study offers practical insights for companies and retailers integrating cryptocurrency payments.

Achilleas Boukis, Mariachiara Restuccia

This conceptual paper contributes to the nascent Web3 marketing stream via offering a novel typology of Non-Fungible Tokens (NFTs) as blockchain-enabled digital offerings. Grounded in a customer-centric approach to marketing strategy, our 2 × 2 typology suggests that NFTs vary in terms of the value on offer (i.e. value-in-use/value-in-exchange) and the strategic focus pursued by firms/creators (i.e. transactional/relational). Four main types of NFTs thus emerge: 1. Validation certificates; 2. Digital replicas; 3. Immersion enablers; and, 4. Digital upgrades. For each NFT type, we discuss their distinctive features, the opportunities they offer and their shortcomings, before detailing their strategic implications. Our typology offers researchers and practitioners who want to engage with the Web3 space a solid grounding for understanding the implications of deploying different types of NFTs from a strategic marketing perspective.

Sara Alonso‐Muñoz, Rocío González Sánchez, Soraya González-Mendes, Fernando E. García‐Muiña

Purpose This paper aims to examine the relationship between the implementation of blockchain in the tourism and hospitality industry (T&HI) and its state-of-the-art. The aim is also to identify emerging research topics and gaps in this area. Design/methodology/approach A bibliometric overview is presented to examine articles from Web of Science published between 2018 and January 2024. The analysis was performed by VOSviewer software using the co-occurrence technique. Findings The results reveal the growing interest in blockchain technologies (BCT) applications in the T&HI. To reveal the conceptual structure and emerging research hotspots in this area, seven clusters were identified along with their interrelationships. This paper discusses the features and attributes of BCT mechanisms, including cryptocurrencies, distributed ledgers, smart contracts and consensus algorithms. The analysis highlights the drivers for increasing adoption and acceptance to promote smart tourism, transparency, trustworthiness and disintermediation. This paper explores the use of non-fungible tokens (NFTs) in the metaverse to promote authenticity and enhance tourists’ experiences, with emphasis on achieving cost-effectiveness and sustainability in the T&HI. In addition, key challenges are identified, with a focus on security and privacy. Practical implications This study provides timely and valuable insights concerning the application of BCT in the T&HI. It elucidates the factors that contribute to the optimal implementation of BCT, such as the collaboration between stakeholders and the key role of regulatory frameworks. Furthermore, it considers the implications for the design of new services towards enhancing sustainability and customer experiences. Originality/value This paper presents the first bibliometric analysis of the use of BCT in the T&HI. It identifies research gaps and future research avenues, which can guide further investigation in this area. This study provides valuable information for organisations, managers and academics who are considering future applications, benefits and challenges in the field of sustainability issues and technology acceptance.

Jitender Kumar, Vinki Rani

Purpose Non-fungible tokens (NFTs) are the most promising phenomenon representing ownership of virtual goods or digital assets. This study aims to empirically examine the factors influencing NFT adoption among customers in the “National Capital Region,” India. Design/methodology/approach The researchers collected data for this quantitative study through a “self-administered questionnaire” from 303 NFT customers in India. The research applied “partial least squares-structural equation modeling (PLS-SEM)” to investigate and validate the hypotheses. Findings The outcomes exhibited that trust, perceived playfulness and customer innovativeness significantly influence attitude and purchase intention toward NFTs. However, perceived risk insignificantly affects both attitude and purchase intention toward NFTs. Besides, attitude and purchase intention significantly influence actual purchase behavior toward NFTs. Practical implications The finding facilitates stakeholders (such as customers, practitioners and service providers) to advance the academic understanding of NFT services, including refining pricing strategies and customer preferences and aligning marketing approaches with identified trends in the NFT market. This study also sheds light on NFT services that can help attain the “Digital India mission” of the Indian government. Originality/value To the authors’ knowledge, no prior efforts have been made to formulate a conceptual model to recognize the factors influencing the actual purchase behavior of customers toward NFT services in India. This paper significantly contributes to the existing literature by addressing this research gap, offering valuable insights, broadening the understanding of NFT adoption and providing a strategic framework for future market development.

Ahmed Hassanein, Kameleddine Benameur, Mohamed M. Mostafa, Wasim Al-Shattarat · 5 authors

This study maps the evolution of scholarly research on blockchain technology in accounting and auditing by conducting comprehensive bibliometric analyses of 359 peer-reviewed research articles authored by 639 scholars from 44 countries. Our analysis identifies the most productive authors, journals, institutions, and countries, highlighting the key contributors to the field. We also use keyword co-occurrence techniques to analyze citation trends, collaboration networks, and thematic structures. Our findings show a compound annual growth rate (CAGR) of 38% in research publications from 2017 to 2024, indicating rapid growth in this area. The collaboration network reveals a technology-centralized pattern, with developed countries leading in cross-border collaborations while developing countries exhibit limited international cooperation. Furthermore, we observe a ‘homophily impact’ among leading authors, where frequent co-authorship occurs around common research topics in blockchain for accounting and auditing. The ‘Matthew Effect’ is evident, as a small group of authors disproportionately dominate the collaboration networks, suggesting that a few influential scholars shape the direction of research. This study provides insights into the thematic evolution of blockchain research in accounting and auditing and suggests a roadmap for future research in this field.

Yash Madhwal, Yury Yanovich, Grigorii Melnikov, Anna Chukhnina · 6 authors

This paper introduces B4B.app, a Web3 influencer marketing protocol that leverages the Internet Computer (ICP) to solve persistent industry challenges such as fragmented data, unreliable ratings, and payment disputes. B4B.app delivers a trustless, cross-chain infrastructure combining influencer discovery, campaign management, and secure escrow payments in one seamless platform. At its core, B4B-ICP acts as a reputation and settlement layer, aggregating performance data from multiple social platforms and ensuring transparent, on-chain record keeping. This paper presents the platform’s architecture, user workflow, and implementation stack, along with key milestones and planned enhancements, including EVM interoperability and AI-driven performance prediction.

Shradha Attri, Sanjeev Gupta, Sachin Singh

Cryptocurrency is an innovative financial asset class that operates on the blockchain system. Despite its highly volatile nature, the number of investors has increased significantly in the past decade. This chapter aims to examine the factors that influence investors' intention and decision to invest in such a volatile asset. The empirical relationship between Investment behavior (BEH), Intention to invest in the cryptocurrency (INT), Risk perception (RP), Awareness (AWR), Social influence (SI), and Fear of Missing out (FOMO) are examined. Data was collected from the 94 cryptocurrency investors in India using purposive and snowball sampling. The results showed that AWR and PR have a positive but insignificant effect on cryptocurrency investors' intentions and investment decisions. On the other hand, FOMO and SI have a statistically positive and significant role in the investment process among cryptocurrency investors. The results provide practical implications for the regulatory authorities, investors, and academicians.

Nojoud Habash, Mohand Tuffaha, Luay Jum’a

Purpose This study addresses the challenges of accessibility to financial technology (FinTech) services in emerging markets, focusing on Palestine as a case study. The purpose of this study is to examine the determinants influencing access to and usage of FinTech services in this context, amidst the unprecedented disruptions faced by the conventional financial system due to decentralization and the removal of physical barriers in the dynamic landscape of FinTech. Design/methodology/approach To investigate the determinants shaping FinTech access and usage, the study uses a robust multinomial generalized linear model regression analysis. The analysis is based on a nationally representative secondary survey dataset on financial inclusion from the year 2022. The study uses the theory of planned behavior (TPB) to dissect the factors influencing FinTech usage, adding a distinctive layer to existing literature, particularly within the specific context of a developing country like Palestine. Findings The study reveals significant insights into the challenges of financial inclusion in Palestine. Economic conditions and individual income levels emerge as formidable obstacles impacting both the accessibility and utilization of FinTech services. These factors intertwine with motivational and attitudinal behaviors among the surveyed population. A noteworthy finding is the nuanced revelation that individual motivation plays a more potent role than attitude in steering the decision-making process surrounding FinTech adoption. The findings contribute to a deeper understanding of FinTech dynamics in emerging markets. Research limitations/implications The paper not only contributes valuable insights to academic discourse but also formulates pragmatic policy recommendations tailored for both policymakers and FinTech service providers. While providing valuable insights, this study is not without limitations. The study focuses on Palestine, and the extent to which findings can be extrapolated to other emerging markets requires careful consideration. Furthermore, the research acknowledges the complexity of individual motivations, and the TPB may not capture all relevant psychological factors influencing FinTech adoption. These limitations should be taken into account when interpreting the results in the field of FinTech in emerging markets. Practical implications The paper not only contributes valuable insights to academic discourse but also formulates pragmatic policy recommendations tailored for both policymakers and FinTech service providers, mainly in creating and/or improving an enabling environment for FinTech-based microfinance services, such as alternative financing products tailored to specific underserved segments that cannot afford the costs of traditional financial services. Originality/value This research introduces original contributions to the existing literature by applying the TPB to dissect the determinants of FinTech usage within the specific context of a developing country, Palestine. The study goes beyond conventional analyses by exploring the intricate interplay between economic conditions, individual income levels, motivational factors and attitudinal behaviors in shaping FinTech access and usage. This innovative approach adds a distinctive layer to current research on FinTech dynamics in emerging markets.

Alexios-Patapios Kontis, Stelios A. K. Ioannidis

The current study aims to explore the early adoption of the metaverse in the hospitality and tourism industry, with a particular focus on understanding adoption drivers for tourism providers and the anticipated benefits for end-users. Addressing the need for practical insights in a rapidly evolving digital landscape, the review identifies 33 real-world early cases of metaverse and non-fungible token (NFT) adoption, spanning from the first metaverse hotel in 2006 to ongoing digital twins of tourism destinations up to 2023. This study follows the PRISMA technique and examines early metaverse adopters at both the enterprise and destination levels, categorizing them into metaverse-based, NFT-based, and complementary-to-tourism cases. The analysis applies two theoretical frameworks: the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine adoption drivers and the Technology Acceptance Model (TAM) to assess expected end-user benefits. Key findings highlight promotion, brand engagement, new revenue streams, and community building as primary motivations for adoption, while user benefits include enhanced entertainment, social interaction, improved decision-making, and immersive experiences. By bridging theory and practice, this study contributes both actionable guidance for tourism stakeholders and a theoretical foundation for future research on digital transformation in tourism.

Carlos Humberto Munoz Valdez, Halil Kiymaz

This study investigates the connection between the creation of smart contracts in the Ethereum Virtual Machine and the returns of Ethereum and Bitcoin. The analysis reveals that while there is no connection between Bitcoin and smart contracts created on the Ethereum platform, a significant connection exists for Ethereum. Blockchain technology, which underpins cryptocurrencies, has garnered significant attention for its potential applications beyond financial transactions, including supply chain management, healthcare, and digital identity verification. We argue that blockchain adoption would increase the application of blockchain in general. We use the growth of smart contracts as a proxy for blockchain adoption. The findings suggest that the volume growth of smart contracts is correlated with the return on Ethereum but not on Bitcoin. This research contributes to understanding blockchain technology's impact on cryptocurrency performance and offers insights for academics and practitioners interested in the evolving landscape of digital assets.

Janine Hobeika, Chee Yoong Liew, Marcia Edna Santhana Rajan

Purpose This study aims to investigate how behavioral and cognitive factors, i.e. banker stereotypes and human values, impact the adoption and acceptance of cryptocurrencies. It addresses a research gap in the literature by examining non-economic factors that shape attitudes toward cryptocurrency from the perspective of behavioral finance. First, we investigate how banker stereotypes and human values impact the perceived usefulness and ease of use of cryptocurrencies. Second, we examine how demographic factors moderate the link between banker stereotypes and the adoption of cryptocurrency across different clientele segments. By emphasizing the role of behavioral elements, this study intends to provide deeper insights into the factors that influence cryptocurrency adoption. Design/methodology/approach This research utilizes a quantitative method with an online questionnaire to collect data from a diverse sample of 291 individuals in France. Validated scales are used in the questionnaire with a 7-point Likert format to measure cultural values, banker stereotypes and components of the Technology Acceptance Model (TAM). Pre-tests and procedural measures, such as anonymity, were conducted to address potential common method bias. Data analysis involved partial least squares–structural equation modeling to investigate links within a sophisticated model comprising 16 constructs and 44 items. The sample, balanced in gender, age and education, primarily comprised traditional bank customers with various economic profiles. The methodology of this study effectively combines robust sampling, validated tools and complex analytical techniques to explore key links in financial services. Findings The study shows that both banker stereotypes and human values significantly affect the perceived ease of use and perceived usefulness of cryptocurrencies, which in turn influence their acceptance. Specifically, the formal clothing of bankers (reflecting seriousness) shows a positive influence on perceived usefulness. The paternalistic stereotype has a negative relationship with both ease of use and usefulness. The partner stereotype shows a positive effect with a key moderating factor from generational differences: for Gen X and Y, the partner stereotype has a negative influence on perceived usefulness, whereas for Baby Boomers, it has a positive influence. Human values exhibit an influence on stereotypes, with the four selected values being hedonism, self-direction, stimulation and security. Research limitations/implications Since the study was conducted in France, the findings may lack generalizability across countries with different legal approaches to cryptocurrency sales. Additionally, it investigated customer perspectives without involving insights from sellers or bankers. Moreover, the age range did not include younger demographics like Generation Z, who may be important future buyers. Practical implications The implications are significant for behavioral finance practitioners, cryptocurrency vendors and the banking sector. The findings validate the TAM by incorporating banker stereotypes and human values, emphasizing their influence on the perceived ease of use and usefulness of cryptocurrencies. In the field of marketing and sales strategies, the findings underline the importance of customizing approaches to variables related to customers, such as stereotypes, values and generation. For example, marketing and sales strategies may be adapted by emphasizing security and minimizing hedonistic elements, and client segmentation should be based on generation. Altogether, these elements suggest that banks could be legitimate vendors of cryptocurrencies. Social implications This study enlightens us on the social factors impacting cryptocurrency adoption, emphasizing how stereotypes, generational differences and values influence perceptions. By addressing these social dimensions, the study highlights the potential to close the gap between traditional finance and new technologies, aiming to develop broader societal acceptance of digital finance and better access to financial technologies. Originality/value While the extant literature mainly focuses on economic, technical or legal aspects of cryptocurrencies, this research sheds light on the influence of behavioral and cognitive factors, i.e. banker stereotypes and human values, as antecedents of cryptocurrency adoption. Hence, it changes the conversation from rational financial calculations and technical and regulatory issues to the cognitive and behavioral factors that impact cryptocurrency decisions. Furthermore, this study investigates the nexus between human values and stereotypes and how generational differences moderate the relationships between stereotypes and the TAM. The combination of these factors is original in providing a new understanding of cryptocurrency adoption.

Amit Pandey, Aastha Sawhney, Geeti Sharma, Divya Singh

Web3 and the Metaverse are transforming the world of online marketing by providing better support for customers and predictive features. It decentralizes data ownership, giving control back to the users, and provides marketers ok transparency and trust like never before. With immersive, interactive environments, the Metaverse allow brands to engage consumers in real-time, creating emotional bonds and personalized experiences. This data collection of customers and their behavioral patterns results in the advanced behavioral analytics and AI-based predictions of customer trends and buying behavior. Businesses are changing their customer engagement strategies through implementing NFTs, gamification and virtual storefronts, resulting in better brand loyalty and retention. As Web3 and the Metaverse mature, they reshape digital marketing into a much more user-centric, data-resilient and interactive ecosystem, while improving the quality of consumer care and the precision of demand forecasting.

Lu Gong, Dan Huang, Xueyan Xu, Yü Liu

While non-fungible tokens (NFTs) have triggered a new market for tourism, they have also encountered challenges and controversies. Drawing on the socio-ecological perspective, this study uses a qualitative approach to identify factors influencing consumer adoption of and resistance to NFTs in tourism. The findings reveal that consumer adoption and resistance are shaped by the effect of individual-level (e.g. innate innovativeness and routine seeking), micro-level, exo-level, and macro-level factors and the interactions across various systems. An important factor is scarcity value of NFTs in tourism which compensates for experiences that tourists cannot obtain in the offline tourism. Results provide a socio-ecological perspective for the understanding of innovation adoption and resistance in an emerging context and the promotion of NFTs in tourism.

Maggie Yongqi Guan, Yaman Yu, Kanye Ye Wang

No abstract is available for this record.

KDV Prasad, Shyamsunder Chitta, Hariprasad Soni, Ved Srinivas

The influence of Indian investors’ ambitions to utilize cryptocurrencies in Hyderabad Metro was examined by the authors. Eight reflective constructs were measured with the help of a structured questionnaire: pricing value, adoption intentions, perceived risks, regulatory frameworks, social influence, investment behaviours, effect expectancy and fear of missing out (FOMO). This study evaluated how Indian investors’ intentions to adopt cryptocurrencies were influenced by perceived risk, the legal environment, social influence, expected effort and price value. The constructs of investment behaviour, regulatory framework and perceived risk are statistically significant and impact the cryptocurrency adoption intentions of Indian investors. The impact of FOMO is positive and statistically significant and mediates the nexus between adoption intentions and investment behaviour. FOMO moderates the nexus between cryptocurrency adoption intention and investment behaviour. FOMO reinforces the favourable correlation between investing behaviour and adoption intention, according to the simple slope analysis.